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Brief Published: 24 Feb 2012

Online Platforms for Getting the Perfect Fit


Addressing one of the major pitfalls of online shopping – namely the hit-and-miss chances of getting a decent, let alone perfect fit – a number of tech-based companies and individuals are taking the issue into their own hands.

Two of the frontrunners are New York-based fashion industry tech specialists Clothes Horse, and coder, writer and data analyst Anna Powell-Smith – aka DarkGreener – responsible for the app What Size Am I?

Just earlier this week, Clothes Horse launched a platform that can be customised and applied to any retail website using a widget. It claims it can determine within just 30 seconds how the merchant’s products will fit each customer. It does this by enabling shoppers to build a detailed profile, using a Q&A system to establish information such as height, weight, body-type, preferred brands and more, alongside standard measurements. It will then tell you not only what size to buy in a particular brand, but also how that particular item will fit.

Aimed at the UK womenswear market, What Size Am I? asks users to input their bust, waist and hip measurements. Based on this information, it gives suggestions of which UK high-street brands will offer the best fit for that individual. For example, according to the app, those with the vital statistics 38ins, 28ins, 38ins are best suited to a Zara size 12, Jaegar size 10, and Monsoon size 12.

The prospect of reducing returns rates for retailers is clearly alluring. But the fact both platforms require so much input, including taking potentially time-consuming measurements (which frequently fluctuate from month to month), means there’s still a way to go before this tricky issue can be happily put to bed.

Clothes Horse

What Size Am I?